Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

PROSPECTS

With the growing health and wellness trend there has been a jump in the prioritisation of fresh and healthy foods to the benefit of fresh vegetables. As this dynamic has unfolded, sales of some processed packaged food items have fallen, pushing retailers to adjust to the trend by boosting and promoting their selection of fresh vegetable options.

Cauliflower steadily growing into next star of vegetable category

With heavier traffic in the produce section due to the healthy eating trend, new trends have emerged that have created bursts in demand for certain items as greater numbers of consumers become more familiar with them. A strong example of this dynamic is kale, with Americans hailing the vegetable as a superfood with enormous health benefits that can be successfully incorporated into a variety of meals.

Government policies set to wield powerful influence over the future of vegetables

While the US agricultural industry has always been dependent upon, and heavily influenced by, the regulatory and funding decisions of the federal government, the present day political environment in the US is shaping up to create a powerful storm of government policy priorities that are set to wield an even greater influence over the future of fresh vegetables. Battles over issues like funding, regulations and crop insurance have always been staples of US agriculture, but additional policy issues have also been added to the fray, further complicating things and creating immense uncertainty over the future.

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